Musings, rants and observations with a mainly positive spin.

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non-profit public relations

Watch the local TV news any night of the week. You may an uncomfortable corporate executive fumbling through a 10-second sound bite that makes you cringe. “That could be ME,” you think.

Be prepared for interviews – a PR consultant offers his or her expertise

A Philadelphia investigative reporter did a segment on a company that was being cited by the state for equipment problems. During a sound bite, the reporter questioned the CEO and president why he didn’t know about the problems. The man wondered out loud to the reporter while the camera was rolling why the reporter referred to him as the CEO and president. The reporter replied that he had done his homework. The CEO looked ridiculous for seemingly trying to ‘hide’ the fact that he is indeed the CEO and president and is ultimately responsible for what happens at the company.

This scene is a reason a company – especially a small or medium-sized business – needs a public relations consultant. Large companies have resources to retain in-house PR or communications directors; smaller companies often don’t have that luxury.

A PR consultant who is familiar with your business and who has media experience will guide you through protecting your brand and keeping messaging and responses focused.

A good PR consultant will listen to you and your company’s needs and be able to translate those needs into messages that the customer/consumer/client can relate to.

When you are revamping your web site, ramping-up social media and collateral materials, the PR consultant is a fresh set of eyes to write, edit, interpret and offer expertise on how your content and communications will be perceived outside your company.

Since media can be your friend, the PR consultant can reach out to his or her contacts with an appropriate pitch geared to the media audience and then prepare you to take on that media interview with confidence.

To prepare for times when negative news is focused on your company, the PR consultant will act as your company spokesperson or prepare you or your delegates to speak in a straight-forward manner aimed at tackling the crisis and looking forward to repairing the company image.

Can your company afford to be caught unprepared? The PR consultant is a human insurance policy watching over your image and brand which is what makes you successful.

The heart of any business or personal success is the team you have working on each and every detail.

Look at the Louisville Cardinals team and how those young men banded together to bring home the Midwest Regional trophy while teammate Kevin Ware was carried off the court after suffering a horrendous broken leg. While teammates convulsed in shock and tears streamed down the faces of thousands who watched Ware’s leg snap, the team pulled it together and rallied to put the lid on the regional championship.

I am working with a team of volunteers from Sustainable Cherry Hill and staff members from Cherry Hill Township to put on for the South Jersey region, the 4th Art Blooms Earth Festival. Everyone has a part to play. Volunteers worked with the township police department on safety and route planning for the family-fun bike ride that opens the festival at 9 a.m. Today, I met with John Martorano of Magnum Computer Recycling to find the easiest site location so visitors to the festival April 27th can bring e-waste for safe recycling and disposal. I worked with the Cherry Hill Food Outreach Council which will have a donation station at the festival for non-perishable foods. One of our volunteers has coordinated the entertainment schedule to include several chorus and dance groups and musicians to perform throughout the event. It’s an amazing experience to work with people and maintain a ‘can-do’ attitude so everyone achieves most of what they hope for.

Attitude is everything when it comes to a project involving many people. To have even one team member who seems to work against the grain, can ruin the experience, if not the event, for everyone. The Louisville Cardinals could have folded after they saw what happened to Kevin Ware. The injured Ware yelled to the team to win the game as he was carried out of the stadium. Some hiccups can threaten any event and lead you down the path of ‘CAN’T-do.’ With the team I am fortunate to be associated with – township and Sustainable Cherry Hill – plus our amazing sponsors and supporters – the Cherry Hill Earth Festival and the family-fun bike ride Saturday, April 27th – will be another step toward helping the community and region focus efforts on sustainability in home, work and play.

Holidays are about traditions. Holidays are about remembering, reflecting and lots of boxes of decorations. For several reasons this holiday season, I put up every decoration on my own. That includes the lights and garland winding around our 7 1/2 foot tree in the living room.

Today, all the fa-la-la of the holidays ended. My guys brought down the mega boxes from the attic and one-by-one, throughout the day, the boxes of ornaments, collected for years and years, were carefully wrapped and put away for another 11 months. As I was taking down the trinkets that adorned our tree this year, I remembered what it was like to begin collecting each ornament; where I found it; how I felt when I bought it; what it was like to put the ornament on our tree for the first time. At first, I felt sad that so many years have gone by, but then I realized, as time marches on, it’s all about reflecting and remembering.

Over the weekend as I watched the Penn State-LSU game, the announcers kept talking about the Penn State quarterback and his legacy. How will he be remembered without a Bowl win? In the end, as Penn State won the close game, it was clear the QB was thrilled, but he’d been annoyed there was so much attention to his legacy and not on the team’s accomplishments. Life is full of so many moments. You string them all together, and you have yourself a life. The QB’s history at Penn State will surely impact his life, but he has so many more moments and milestones to come. I’ve been reflecting on the year past for me. While I have moved on from looking in that rear-view mirror, I now want more impact in my own life.

What’s next? A focus on community and serving, whether it’s within the organizations I am already involved with or extending into other communities that need a leg up. Perhaps I can link one of the group’s I’m involved with to the business communications class I am teaching this spring. I’d like to use my talent as a communicator to better other lives. Maybe the students taking the class can help in Camden or other communities. Now, I have to find the way to make that happen.

Today, the boxes of ornaments are tucked back in the attic, but ornaments that make up my life are being created each day this year.

Aaron Sorkin’s successful series “The West Wing,” featured Martin Sheen as President Josiah Bartlet. The show’s rapid-fire dialogue, constant deadlines and behind-the-scenes look at the fictional Bartlet administration, enthralled viewers who enjoy politics, drama and news. President Bartlet handled problem after problem with the line, “What’s next?” after each situation was addressed.For some time, my pace has been rapid-fire; deadlines every ten minutes, as I faced an unforgiving broadcast clock that drove me to be at the ready even if power was out or every drop of blood had theoretically drained from my body. It was always fascinating to see people’s faces when I explained to them I only had a production assistant; no team of writers or producers or any real help in compiling, writing, editing and producing the news of the day. The pressure was certainly nothing like a White House administration, but I knew doing morning drive news in a major market, all eyes and ears were watching and listening. When problems arose, I addressed the situations, fixed what needed to be fixed and often, out loud, said, “What’s next?”Out of that history, I now begin What’s Next Productions, LCC. As with any business, the process is anything but rapid-fire; there’s research, education, planning, questions and more questions. My business plan outline is a work-in-progress. Being a one-person operation for now, I’m reaching out to the many resources available to firm up my ideas. My 30-second elevator speech is this:What’s Next Productions offers public relations, media training and crisis management services to mid-sized and small businesses as well as non-profit organizations. Another service I’d like to offer is recording business or family histories that could be used to document a company’s progress over time. Family histories would be recorded for future generations.So, the process is underway with the business entity formed and online “paperwork” processed. Now, looking into a web site, content and rounding up those clients will take time. My mind touches the wise words of my friend who said, “Find something that really makes you happy.” The prospect of working on my own or with a partner or two, setting a schedule that makes sense without the pressure and stress that enveloped me for so long, sounds attractive. Will this make me “happy” professionally? Time, of course, will tell.I continue to volunteer with the Community Foundation of South Jersey, which is launching in the coming weeks, the public relations committee at Trinity Presbyterian Church in Cherry Hill, Sustainable Cherry Hill and just beginning work with the marketing committee of the Burlington County YMCA. The transition continues with the change now being to look forward at What’s Next, not at what is past.

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Who is Brenda?

Recovering broadcast radio reporter and anchor - now a PR professional specializing in content and social media management, life sure has its twists and turns. My comments range from 'how to maximize PR in your business or observations of our world, there's always something to write about.